CASE STUDY

client

Brief

For the FIA World Endurance Championship (WEC) Lone Star Le Mans at Circuit of the Americas (COTA), WSE was engaged to deliver a comprehensive, end-to-end fan engagement experience for one of the championship’s flagship U.S. races.

Across 2024 and 2025—with 2026 currently in production—WSE has served as the lead partner responsible for designing, producing, and operating the Fan Zone and surrounding public-facing programming for a race weekend attended by 65,000 fans.

Provided Services: Brand Design and Strategy • Activations • Production • Infrastructure and Logistics • Creative • Entertainment • Programming • Graphic Design • Fan Engagement

scope at large

WSE led strategy, design, operations, and execution across the Fan Zone and key race-weekend programming, including:

Fan Zone experience design & operations
Brand strategy, cohesion & visual identity across the site
Manufacturer Village planning, team coordination & activation oversight
Grid Opening Ceremony programming
Stage programming, entertainment booking & AV management
Interactive fan activities & brand activations
Logistics, infrastructure, power & site operations
Staffing, schedules & day-of operational management

A man dressed in racing gear with a white towel over his shoulders, wearing sunglasses, giving a thumbs-up. Two women are riding horses in the background, dressed in turquoise western shirts and black cowboy hats. The setting appears to be a racetrack or rodeo arena with bleachers and spectators.

and it went like…

Event Production Highlights

WSE transformed a 917,000+ square foot Fan Zone footprint into a cohesive, high-energy festival environment designed to engage fans throughout the race weekend. The space brought together manufacturers, teams, partners, and entertainment into a seamless experience that extended beyond the track.

Fan Zone Experience: Designed and produced an engaging Fan Zone, offering interactive elements, entertainment, and brand activations to immerse 65,000 fans in the event.
Brand Strategy & Cohesion: Integrated a cohesive brand strategy throughout the event, from the Fan Zone design to activations, ensuring a consistent and impactful brand presence at every touchpoint.
Grid Opening Ceremony: Produced the opening grid ceremony entertainment, delivering a high-energy kickoff that set the tone for the day’s excitement.
Stage Programming & Entertainment: Coordinated live entertainment and stage programming, including music, interviews, and interactive activities to keep fans entertained throughout the event.
Brand Activations: Managed various interactive brand activations across the event, offering fans immersive experiences aligned with partner brands.
Logistics & Infrastructure: Handled all logistical aspects, including guest flow management, infrastructure setup, and signage, ensuring a seamless experience for all attendees.
Manufacture Village: Managed a dedicated area showcasing top automotive brands with visually striking displays and interactive brand experiences.
Misting Zones & Guest Comfort: Installed misting zones and managed crowd flow to enhance the comfort of fans in the Texas heat, contributing to an enjoyable and engaging atmosphere.